High-performance SEO: Business growth for a contractor buying program
The Goal: increase membership and subscription program enrollment
When our client, a national contractor buying cooperative, needed help increasing enrollment in their industry-leading buying program, as well as increasing the number of contact form fills, our SEO strategy team was ready to deliver on their request.
The Challenge: increase visibility in organic searches
In order to gain more enrollments in their membership, discount, and subscription programs, our client needed to be much more visible in key search results.
After performing a rigorous SEO audit, we discovered areas where we could improve their technical and on-page SEO, helping them rank higher in organic searches and ultimately gain more membership enrollments, subscription sign-ups, and contact form fills.
Our Solution: Improve user experience and searchability
To help our client rank higher in Google searches, we began with research into optimal categories and keywords. We also studied higher-ranking competitor content, analyzing the data to determine key opportunities. From there, we moved forward with a strategy to optimize our client’s website:
Improving user experience
Search engines—like Google—that are designed to satisfy user intent tend to prioritize sites that are easily navigated, mobile friendly, and contain content highly relevant to common searches. To improve our client’s website performance, we made strategic adjustments to their page layouts. This included standardizing a page structure to make their site easier to browse. We also placed important calls to action in optimal locations on the page.
Technical updates
We made a number of technical adjustments to optimize their site, as well, including new or revised meta details, adjusted breadcrumb layouts, and enhanced internal linking.
Content adjustments
Their website also needed a content refresh—not only to help their landing pages rank, but to better satisfy their customers’ needs. Using our category and keyword research, we added in new non-branded long-tail keywords and revised non-ranking terms in the existing content.
Each of these adjustments helped improve the user experience when navigating the site, as well as improve mobile site speed and increase our client’s visibility in organic searches.
The Results: enhanced impressions, clicks, and conversions
Since enhancing our client’s technical and on-page SEO, we have seen measurable upticks in a number of key metrics.
- Search impressions +29.6%
- Clicks +42.6%
- Conversions from organic search +133%
Our work identified weaknesses and opportunities in our client’s website, content, and technical infrastructure, with a keen eye on elevating the user experience and buyer journey. These strategic, data-driven solutions resulted in better visibility in organic search and, ultimately, higher conversion rates for our client.